The document discusses tips and tricks for improving app discoverability, including knowing your audience and objectives, localization, using effective marketing assets and metadata, public relations, word-of-mouth promotion emphasizing differentiation, innovation and quality, cross-promotion, purchasing media space, analytics, and strategic partnerships. It also discusses Vodafone's strategies for addressing customer fears of bill shock and lack of pricing transparency when roaming abroad through daily data pricing, spend notifications, online information, and travel apps.

1. Apps
Discoverability
Erin Ericson
Vodafone Global Content
Services
erin.ericson@vodafone.com
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2. Overview
•Apps Landscape & Customer
Insights
• Tips & Tricks for Discoverability
• Vodafone’s Strategy
• Data Roaming
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5. Tips & Tricks for Discoverability
• Know your audience & objectives
• Localization
• Marketing Assets (metadata)
• PR & WOM (differentiation, innovation, QUALITY)
• Cross-promote
• Purchase media space
• Analytics
• Strategic partnerships (and platform decision)
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7. Customers want to have access to the services use at
home when abroad, however there are two fundamental
barriers
• Fear of bill shock
• Lack of information and
transparency of pricing

8. We are addressing these challenges through our
pricing, customer notifications and support services
• Pricing
- Daily Data pricing
(Europe)
- €2 day to take home data
bundle abroad
• Information
- Data spend notifications
- Online
• Services
- Vodafone Travel App

9. More of our customers are using their mobile for data
services when abroad, with a number of services being
used more frequently than at home
Mobile services used: % of customers
• 29% of customers use using each service ‘more abroad than at
home’
travel booking services
more frequently when
travelling than at home
• Many customers also use
News, weather and
mapping more frequently
when travelling .